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International Hospitality & Healthcare Services Marketing
  • Level Foundation
  • Duration 5 hours
  • Course by Yonsei University
  • Offered by

About

As the fastest-growing sectors of the current global economy, both hospitality and healthcare services sector offer tremendous growth opportunities for incumbents and entrepreneurial opportunities for new entrants. To flourish on these opportunities, one must first understand each industry's unique characteristics. This course is designed to help those who are interested in career advancement opportunities in these industries or who want to be inspired by these industries to better equip themselves with enlightened and creative management capabilities. People who have successfully completed this course will be able to: (1) Identify the unique characteristics of service businesses and create successful management strategies to better manage the role of customers to gain desirable business outcomes, better market products than are intangible, and better manage customer expectations and perceptions. (2) Identify the unique characteristics of the hospitality industry, explain the process of balancing supply and demand in the hospitality industry, and implement optimal marketing and management strategies for this unique market. (3) Identify the unique characteristics of the healthcare industry, explain how this industry is evolving into the experience business, and better manage human interactions and facility to enhance the quality of customer experience. (4) Gain insights from the innovative approaches in the service industry overall, in hospitality and health industry in particular, and better develop innovative strategies in your industry.

Modules

How to market a service business

    • 7 Videos
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz for Lesson 1 'What is unique about managing a service business?'
  • Graded Quiz for Lesson 1 'What is unique about managing a service business?'

1 Discussions

  • Discussion about Unique Marketing Approach

7 Videos

  • 1.1. Harnessing Cross Country & Cross Industry Innovation Skills
  • 1.2. Introduction to service businesse
  • 1.3. Unique characteristics of service businesses: 01. Customer participation
  • 1.4. Unique characteristics of service businesses: 02. Simultaneity
  • 1.5. Unique characteristics of service businesses: 03. Perishability
  • 1.6. Unique characteristics of service businesses: 04. Intangibility
  • 1.7. Unique characteristics of service businesses: 05. Heterogeneity

How to market a hospitality business

    • 5 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz for Lesson 2 'How to successfully market a hospitality business?'
  • Graded Quiz Lesson 2 'How to successfully market a hospitality business?'

1 Discussions

  • Discussion about Take-away

5 Videos

  • 2.1. Introduction to the hospitality industry
  • 2.2. Common characteristics among the hospitality businesses
  • 2.3. Unique marketing approaches in the hospitality industry : Variable pricing
  • 2.4. Challenges in moving from fixed pricing to variable pricing
  • 2.5. Variable pricing strategies: Premium pricing & target discounting

1 Readings

  • Revenue Management

How to market a healthcare business

    • 9 Videos
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz Lesson 3 'How to successfully market a healthcare business?'
  • Graded Quiz Lesson 3 'How to successfully market a healthcare business?'

1 Discussions

  • Discussion on Your Mind

9 Videos

  • 3.1. Healthcare service industry & its unique marketing approaches
  • 3.2. Evolvement of healthcare management focus
  • 3.3. Examples of successful patient experience management: Shouldice Hospital
  • 3.4. Key elements of design in experience management: Interaction
  • 3.5. Examples of successful patient experience management: Kameda Medical Center
  • 3.6. Key elements of design in experience management: Facility
  • 3.7. Healthcare innovation
  • 3.8. Review: Healthcare service industry & its unique marketing approaches
  • 3.9. Expert Interview with Severance Hospital

Auto Summary

Explore the dynamic world of International Hospitality & Healthcare Services Marketing with Coursera's foundational course. Ideal for aspiring professionals or entrepreneurs, this 300-hour program delves into the unique characteristics and innovative strategies of the fastest-growing sectors—hospitality and healthcare. Under expert guidance, learners will master customer management, service marketing, and quality enhancement techniques. Available with a Starter subscription, this course is perfect for those seeking career advancement or entrepreneurial inspiration.

Sunmee Choi
Instructor

Sunmee Choi